In the past week Iberflora took place in Valencia, Spain. In Pavilion 4 of Feria Valencia — the city's largest exhibition and conference complex — the Holland Collective presented itself for the first time from a joint stand. Dutch growers and exporters joined forces to strengthen the visibility of the Netherlands' ornamental horticulture sector in the Spanish market.
© LinkedIn | Juan Antonio BenimeliParticipants of the Holland Collective at Iberflora
Juan Benimeli, team leader Spain/Portugal at Hamiplant and co-initiator of the Holland Collective, explains: "The Holland Collective shows that as the Dutch ornamental horticulture sector, we can achieve more by working together. Growers and exporters complement each other — together we make a real difference."
© Muller Bloemzaden
For Muller Seeds, Iberflora was also a successful edition. Wim Zandwijk shared: "It was a very good trade fair. The interest was focused — not extremely busy, but the visitors knew exactly what they were looking for. Muller Seeds was the only company offering seeds for B2B, and 247flowers was the only one trading cut flowers for B2B. We look back on a very successful trade show."
© Muller BloemzadenWim Zandwijk, Muller Seeds
The joint presentation fits within the broader ambition to strengthen the position of Dutch ornamental horticulture in Southern Europe. The Spanish market is showing a growing demand for quality plants and sustainable cultivation concepts. During the fair, participating companies showcased a wide range of products, from ornamental plants to seeds and flowers. Market visits in the region also took place.
© Muller Bloemzaden
